Marketing Week's list of 100 disruptive brands highlights well, to take on established companies, brands need to confidently carve out their niche. To own something and genuinely stand for it. Those that focus on customer's needs, desires and motivations, and puts them at the heart if their proposition, are finding the most traction and success. Most legacy businesses still only pay this lip-service, reassuringly there are a few exceptions! Check out the list for some fasci

Now more than ever, customers expect businesses to have a clearly defined purpose. To live by it now and for the long term. And that it will improve the world we live in. This article points out it the importance of having all aspects of your business contribute to deliver on your purpose. This significantly impacts a companies ability to transform and innovate, plus improves employee satisfaction. Bottom line, living and breathing a strong socially-minded brand purpose p